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Insights from our Head of design for h&m home - Evelina Kravaev
Soderberg

Can you explain your role as head designer of H&M Home?

The head of design role is a creative
leader role. It is about encouraging and inspiring other designers and
securing that our visions are

clear and that our collections are
inspiring for our customers. As head of design I lead the overall
vision and help secure that the vision

is kept all the way through to our
products. At H&M it is all about team work and we love creating
trends, colours, prints and materials

together.

How does it feel to be in charge of the overall vision as opposed
to designing the actual products?

What drives you to become a designer is
the love of design and product. When you have been doing product
design for some time, it

feels natural to take a step to work more
with the bigger picture conceptually and lead other creators to evolve
and develop.

Where do you find inspiration?

By being curious, I love art and books. I
love to explore other artists and designers. Travel is probably our
major source of inspiration

and meeting people from different
cultures. I am watching and observing different surroundings.

What are your thoughts on the future of interior design?

I think that interior design is in a very
interesting phase today. Customers are more interested in having
modern and inspiring home

decor. We see a great interest in personal
lifestyle living. It is about living, eating and travelling. We notice
that the importance of expressing yourself and your personality is not
only about how you look but it is about the whole concept of you and
the home is a

very important part of this concept.

Would you say that H&M Home has a Scandinavian design or touch?

I think Scandinavia might be in our creative DNA but we work with
H&M Home as a global brand with collections inspired by the world.

How would you describe H&M Home to a new customer?

It is a modern, inspiring and diverse
interior decor brand. Making it possible for the many people to update
and decorate their home

with well made interior products that are
value for money.

What is the design process like at H&M?

There is a lot of creative collaboration.
We start every season with the design team getting together for a
brainstorming session where

we discuss trends and share ideas. We come
up with trend directions, new colours, materials and prints. When the
overall vision is ready the product designers start to develop the
products. The designers have a close collaboration with the buyers. As
designers we

are also very interested in the sales,
this is how we get to know our customer and what they are looking for.

What are your future plans for the H&M Home collection and how
far ahead do you look?

We design for the following season so one
year in advance. It gets easier with experience, you have designed for
so many seasons that

you start to see patterns. Of course,
there is always the element of the crystal ball in this job. To be
successful you need to be

sensitive to the outside world and to see
how it is moving. We have a lot of great plans for the development of
H&M Home, it is still just

a baby.

What opportunities do you see with the growth of online shopping?

Time is getting more and more limited,
online shopping is and will continue to be very important.

Our home decor products are very easy to
buy online because you don´t have to try them on to know if they will fit.

How does H&M Home differ from other brands within the same segment?

We are fast moving and we want to be on
trend. Our goal is always offering what the customer wants at the
right time. We like to be trend sensitive and we want to have a
twinkle in the eye approach to the design. For example “it is only a
cushion
cover let’s have some fun with it”. We try to have humour and
quirkiness within our collections.

What are the key trends for home decor next year?

The more digital we get the stronger need
we will have for tactility. When we live in an environment where we
are always connected, we need the contrast of touching and feeling and
that will become visible in our design. Nature is a source of
inspiration that is still very

strong so we will see even more natural
materials like wood and ceramics. A feeling of wellness and luxury is
also something that we will explore through quality and details in the
coming collections.

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